Good Glamm’s cash crunch: funding delays, unpaid salaries and a major business restructuring

Troubled beauty and personal care startup The Good Glamm Group is undergoing a series of restructuring efforts as it faces growing financial challenges. In a recent social media post, cofounder and CEO Darpan Sanghvi opened up about missed funding opportunities and their ripple effect on the business.

Here is a timeline of the key events in Good Glamm’s ongoing crisis:

2021: MyGlamm rebrands as The Good Glamm Group, transitioning into a house-of-brands platform. Around this time, it also acquired Priyanka Gill’s POPxo and Naiyya Saggi’s Babychakra.


March 2024: Good Glamm raises $30 million in a flat round from existing investors, including Warburg Pincus, Prosus Ventures, Bessemer, and Accel, aimed at meeting working capital requirements.

April 2024: Feminine hygiene brand Sirona and mother and baby care startup The Moms Co., along with investors from Indian Angel Network (IAN), issue default notices to Good Glamm over delayed payments. The company initiates arbitration proceedings against IAN. The legal dispute is later resolved after Good Glamm completes the pending acquisition payments.

January 2025: Representatives from investors Accel, Prosus Ventures, and Bessemer Venture Partners resign from the board.

February 2025: The company sells Sirona back to its original founders for about Rs 150 crore, well below the Rs 450 crore it paid earlier. Post-acquisition, Sirona's sales declined to an eighth of its peak, as the brand struggled within Good Glamm’s broader portfolio. The company’s financial issues, including salary delays and disruptions across its vendor network, further strained operations.

In the same month, Good Glamm offloaded ScoopWhoop, a digital media firm, to meme marketing agency WLDD for around Rs 18-20 crore, a fraction of its 2021 acquisition cost of Rs 100 crore. ScoopWhoop cofounders Rishi Pratim Mukherjee, Sattvik Mishra, and Sriparna Tikekar took legal action against Good Glamm over unpaid dues.

April 2025: ET reported that the company was in talks to sell its media and talent arm, MissMalini Entertainment, to marketing agency Creativefuel.

June 2025: The company fails to pay salaries for two consecutive months due to a cash crunch. Full and final settlements for existing employees also remain pending.

The company shut its Vasant Kunj office in New Delhi earlier this year, briefly moved operations to Greater Kailash, and has now shifted to a remote-work model.

Key leadership exits:

·Sukhleen Aneja, CEO of The Good Brands (D2C vertical), joins Nykaa.

·Priyanka Gill becomes a venture partner at Kalaari Capital and later launches lab-grown diamond brand Coluxe.

·Naiyya Saggi starts a new consumer electronics venture.

The roll-up challenge

During the funding boom of 2021, Good Glamm, like many roll-up ecommerce startups, embarked on an aggressive acquisition spree, often overpaying for brands that struggled to scale. These deals, while aimed at creating a content-to-commerce model, placed significant strain on the company’s finances as growth fell short of expectations.